Head of Marketing //
This job is easy to confuse, as it is not just one, but at least three.
It’s because we don’t allocate resources or set expectations that match the work required.
Marketing strategy Positioning, storytelling, status, and affiliation are all part of marketing strategy. Understanding network effects, user experience and change is key. A good marketing strategy will outperform almost everything else. This is the subject of some of my book.
Promotion This is more tactful. Coupons, PR and advertising are all part of the promotion. Permission marketing is a constant strategy, with a content strategy that’s thoughtful and a team who tells your story consistently and generously. Many people consider this to be marketing. However, while it must be in line with your strategy, there are different skills and activities involved.
Support for sales: The main role of marketing in many organizations is to provide support for the work of the team of salespeople. This integrated role is very different than the typical job of a brand marketer.
Project Management: Due to the amount of time, effort and money that goes into marketing, it is important for a leader who can provide consistent leadership. There are many stakeholders, moving parts and important decisions that need to be made.
Prettyness: Not worth bolding. Logo design, empty words about appearance and feel, and endless debates on taste.
Promotion is likely to be the missing element when the CEO asks for marketing assistance. Without the other two components, nothing will happen.
